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Combining a semantic differential with fMRI to investigate brands as cultural symbols
Traditionally, complex cultural symbols like brands are investigated with psychological approaches. Often this is done by using semantic differentials, in which participants are asked to rate a brand regarding different pairs of adjectives. Only recently, functional magnetic resonance imaging (fMRI)...
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| Main Authors: | , |
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| Format: | Artigo |
| Sprog: | Inglês |
| Udgivet: |
Oxford University Press
2010
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| Fag: | |
| Online adgang: | https://ncbi.nlm.nih.gov/pmc/articles/PMC2894682/ https://ncbi.nlm.nih.gov/pubmed/20080877 https://ncbi.nlm.nih.govhttp://dx.doi.org/10.1093/scan/nsp055 |
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